The brief was to rebrand the Yorkshire Tea packaging to appeal to an 18-35 year old demographic. I took the existing panoramic idea and tried adding a more modern feel from a limited colour palette and simple vector graphics. I included some elements that were already synonymous to the brand such as the bicycle wheel for the ‘tour de Yorkshire’ and the cricket ball & bat as they associated with the England cricket team. I reduced the amount of red used as it felt a bit too festive, instead using it subtly in the landscape. I brought in the tea bush to be the main focal strip, replacing the original red strip.
I feel the updated packaging would be more approachable the intended target audience. In particular the red Yorkshire ‘seal of approval’ acts as a point of interest amongst the light colour palette. It also reflects modern consumers interest in knowing where their products come from, and often if they are ethically sourced.